What do we (as Americans) value? American Value System What do we (as Americans) value?

Comparison Robin Williams (no, not the comedian) 15 values that are central to the American way of life. Comparison to World Values Shared Values in a Troubled World, Rushworth Kidder Examined 16 different cultures/countries and their values Identified 8 universal values Fairness Freedom Love Respect for life Responsibility Tolerance Truth Unity

15 Values Personal achievement promotes individualism and competition; want to succeed. Work ethic Work hard, don’t be lazy. Don’t just sit back and let things happen. Morality country founded on religious faith; viewpoint of the world in terms of what is right/wrong. Humanitarianism belief in justice and equality; show charity towards the less fortunate. Efficiency and Practicality problems have a solution; we should find these solutions that are the quickest and shortest possible.

15 Values (cont’d) 6) Process and Progress future will be better than the past; looking to the future with optimism. 7) Material Comfort want to be ‘comfortable’ in our lives. 8) Equality “all men are created equal”; equality of opportunity and chance for success. 9) Freedom personal freedoms of choice; religion, speech, press, etc. 10) External conformity we should go along with the group; don’t rock the boat!

15 Values (cont’d) 11) Science and Rationality Science and technology make the world better and more comfortable. 12) Nationalism US values are the best! 13) Democracy citizens have right to participate and express their opinions freely. 14) Individualism emphasis on personal rights and responsibilities. 15) Racism and group superiority themes judgment of other cultures, religions, and cultures (at times).

Problems Questions Which of the values do you find most outdated? Values are dynamic, thus they change over time. Williams’ study is from 1970… have American values changed at all? Questions Which of the values do you find most outdated? If you had to insert a new value, what would it be?

Self-Fulfillment A commitment to the full development of one’s personality, talents, and potential. Emergence of ‘self-help’ books, diets, etc. Emphasis on personal fulfillment can be seen as a personality disorder (Christopher Lasch); known as narcissism.

Impact on Advertising How do advertisements use American values? Questions to Consider How do advertisements use American values? Do people view this as right or wrong? Can you recognize a play at American values when you see them?

Advertisements Advertisement #1: https://www.youtube.com/watch?v=xNzXze5Yza8 (Cadillac) Advertisement #2 https://www.youtube.com/watch?v=DtMs_1laBSw (Whole Foods) Advertisement #3 http://www.youtube.com/watch?v=MquB3-LbhVk Advertisement #4 https://www.youtube.com/watch?v=2TTd2FmYr0g ( University of Phoenix)

Your Values Make a list of your personal values on a separate sheet of paper. Try and have at least 10. Compare with the people around you; do you share similar values? What if you could only hold a certain number of values?